What are Ekman Emotions?
Similar to sentiment analysis, emotion analysis is another feature of Symanto AI text analytics that detects beyond topics. It helps us understand how consumers describe their emotional experience with a product or brand, going deeper past sentiment.
Emotions detected by the AI do not need explicit mention of, for example, “joy” in a post. Rather, the pattern recognition of what words or phrases strung together that equal an emotion of “joy” are identified and we then understand that a consumer experiences love for the experience.
Current AI capability detects the emotions:
- Anger = When the person has negative experiences that cause a physical or psychological disturbance, he/she expresses ‘anger’. This expression includes irritations and annoyance along with verbal attacks.
- Disgust = When something is perceived as revolting, distasteful, and unpleasant, the person expresses ‘disgust’. It could be associated with concrete features such as appearance and taste as well as moral values and beliefs.
- Fear = When the person has an emotional response to an immediate threat. We can also develop a similar reaction to anticipated threats or even our thoughts about potential dangers, and this is what we generally think of as anxiety. Some people may be more sensitive to fear and certain situations or objects may be more likely to trigger this emotion, while others actually seek out fear-provoking situations.
- Sadness = When the person experiences an undesirable outcome or failure, he/she expresses ‘sadness’. This emotion is characterized by unhappiness, disappointment, and withdrawal.
- Surprise = When the person encounters something unexpected, he/she expresses ‘surprise’. Unforeseen and sudden experiences may lead to both positive and negative expressions of surprise.
- Joy = a general state of happiness. The person feels joy because of a positive experience with a certain object but does not necessarily direct the emotion toward it. The positive experience creates a rather general cheerful and amused state.